Maximum Brightness measured was Bright Cinema, Bright TV and Game modes, zoom at mid-zoom. They all measured within 1% of each other, with the highest 1501 lumens.
Reference mode, per Eric, was the best mode over all, and his basis from which he performed his calibration of the VW365ES. Reference, which post calibration, ends up as User, starts out with great color balance, but a little cool - a touch more blues than reds. His comments are on the Advanced calibration page for our subscribers.
Uncalibrated, reference mode measured 1365 lumens.
That makes this Sony your basic "light canon" based on years ago typical brightness, and it serves that up with really good color. Still, there's enough horsepower under the hood for those better light controlled media rooms, when you pair this Sony with the right screen, for that type of room (ALR - aka "light absorbing" aka "light rejecting" screens). Since those rooms typically can't be completely darkened, and usually don't have all very dark surfaces, they can't take full advantage of the better darker blacks of the higher end projectors. Instead, manufacturers usually give those projectors more lumens, not less. The VW365ES uses a different, lower wattage lamp than the VW675ES, explaining the slightly lower brightness. Interestingly, by comparison, in Sony's 1080p lineup, the iris free HW45ES is brighter than the HW65ES which has an iris.
Still, it is what it is. 1350+ great looking lumens is enough for 130" screens under ideal conditions and will do just fine with say 100 to 120 inch screens with minor ambient light.
Remember, 4K HDR is very different from non-HDR, whether 1080p or 4K. The "gamma" is very different, with more brightness saved for the very brightest elements being projected. Thus more punch / brighter, when there's a flash of lightning, or a headlight on a dark night, or sunlight in the window of a dark room. The dynamics of HDR are very different and call for having more brightness than non HDR. In that regard, no projectors (not even Sony's $60,000 VW5000ES with 5000 lumens, is technically, ideally bright enough.) The same can be said for all but a very small handful of LCDTV's. None of the OLED TVs are close either. That doesn't mean there aren't benefits to HDR, but there are trade-offs.